Data & Analytics

1. USING DATA & ANALYTICS TO
DRIVE GROWTH
JEFF HUI

3. YOUR DATA IN REAL LIFE
CLIENT IMPRESSIONS REVENUE COUNTRY VERTICAL
JANE DOE 1000000000 100,000 #NA #NA
JOE SCHMOE 2000000000 225,000 UK #NA
⚬♄⌊ 1999202023 300,000 CHINA ENTERTAINMENT
#NA #NA 100,000 USA #NA
ARE YOU PAYING ATTENTION? 5234140234 USA GAMING
FAKE CLIENT 5 1,000,000 #NA #NA
JANE DOE 1000000000 100,000 #NA E-COMMERCE
JOE SCHMOE UK GAMING
FAKE CLIENT 100,000 #NA GAMING

4. AGEND
A
1. FROM GOOD TO GREAT
2. OUR JOURNEY
3. LEARNINGS

5. WHICH ONE DO YOU PREFER?
A B

6. WHICH ONE DO YOU PREFER?
A B

7. WHICH ONE DO YOU PREFER?
A B

8. AGEND
A
1. FROM GOOD TO GREAT
2. OUR JOURNEY
3. LEARNINGS

9. WE CONNECT
THEM TO THE FB
ADVERTISER
BASE
WE HELP
PUBLISHERS AND
DEVELOPERS
MONETIZE THEIR
PRODUCTS WITH
ADS
PUBS / DEVS
EARN MONEY AND
FB TAKES A
SMALL SHARE
THE FACEBOOK PUBLISHER SOLUTIONS BUSINESS

10. A BRIEF HISTORY OF OUR JOURNEY
-100%
0%
100%
200%
300%
400%
500%
600%
Percentrevenue
growth
GREAT
Revenue trends over the past 2+
years
GOOD

11. THREE BUSINESS PROBLEMS WE TACKLE WITH
DATA
1. Finding the right customers
2. Understanding our results
3. Retaining our customers

12. SCORING VS IDENTIFYING
[FINDING THE RIGHT
CUSTOMERS]

13. HOW WE WENT FROM GOOD TO GREAT
Basic customer
scoring
system: Which
customers are
most
valuable?
Real time
scoring:
Which
customers
are most
valuable
today?
Predictive
model based
on 1 data
source:
Which
customers
have the
most growth
potential?
Predictive
model based
on multiple
data sources:
What is the
growth
potential for
each and
every
[FINDING THE RIGHT
CUSTOMERS]

14. OUTCOMES
[FINDING THE RIGHT
CUSTOMERS]
10% 70%
+
3x
Coverag
e
Accurac
y
Growth

15. GOALING VS MEASURING
-100%
0%
100%
200%
300%
400%
500%
600%
Percentrevenuegrowth
23x
ROI
Sales
performance
[UNDERSTANDING OUR
RESULTS]

16. GOALING VS MEASURING
-100%
0%
100%
200%
300%
400%
500%
600%
23x
ROI
[UNDERSTANDING OUR
RESULTS]
Sales
performance
Organic
growth
Percentrevenuegrowth

17. HOW WE WENT FROM GOOD TO GREAT
Top level
team goal:
What is
our team
goal and
did we
achieve it?
Multi-layer
individual goals:
What is each
person’s goal
and how do they
add to overall
team goal?
Performance vs.
market and vs.
peers: What is
each person’s
contribution +
do our goals
accurately
capture?
ROI based on
Test vs
Control setup:
What is the
value of
each person
on our team?
[UNDERSTANDING OUR
RESULTS]

18. OUTCOMES
[UNDERSTANDING OUR
RESULTS]
+/- 50%
NA
NA
+/- 15%
+ 20%
23X ROI
GOAL
ATTAINMENT
SALES LIFT
ROI
GOOD
GREA
T

19. PREDICTING VS REACTING TO CHURN
[RETAINING OUR
CUSTOMERS]

20. HOW WE WENT FROM GOOD TO GREAT
Measuring
churn: How
many of my
customers are
leaving every
month /
quarter?
Understandin
g churners:
What
happens to
customers
that leave?
Resurrecting
churners:
How many
customers
can I win
back?
Saving potential
churners: Can
we find at-risk
accounts
before they
leave and save
them?
[RETAINING OUR
CUSTOMERS]

21. AGEND
A
1. FROM GOOD TO GREAT
2. OUR JOURNEY
3. LEARNINGS

22. START WITH VALUES
Inherently a 1-1
relationship
Build
for
scale
Growth
is a
mindset
Measure
everythin
g
Execution
al
excellence
Attribution is
difficult
Takes months
to start
executing
Easy to focus on
the loudest client
and lose track of
the biggest
opportunities

23. PUT DATA AT THE HEART OF YOUR ORG
Opportunities
Execution
Results /
Measurement
Insights

24. HAVE A PROGRAMMATIC APPROACH TO YOUR
BUSINESS
Target market Target treatment Measurable
outcome
+ +Program =

25. SCORECARD – 5 QUESTIONS TO GET STARTED
 Can we identify the top 20% of market (potential clients) that drives
80% of the value?
 Can we identify high growth accounts (current accounts) before they
grow?
 Can we proactively identify at-risk accounts before they churn?
 Can we quantify the impact of our performance vs. change in overall
market?
 Do we know the value of each person on our team?

26. THANK YOU!
Contact: jhui02